Utah delays launch of new tourism slogan

The leading choice for Utah's new tourism slogan was so close to one used by Colorado that state officials have delayed the brand's launch.

Utah tourism officials planned on releasing the slogan on Feb. 8, but discovered last week that it was too similar to the Colorado Ski Association's "Enter a Higher State" campaign.

The Utah Office of Tourism and Film is declining to say what its planned slogan was.

It was during the process of registering the state's now-abandoned, new slogan that state officials learned of the similarity.

"That's when the Colorado thing came to us, and we decided Utah was more about 'attitude' than 'altitude,' anyway," said Utah Office of Tourism director Leigh von der Esch.

The launch date for a new state slogan will be rescheduled before the end of the Utah legislative session, but von der Esch said a specific date has not been set.